Research published on eCommerce performance has revealed that UK retailers are missing out on £2 billion in online revenue every year due to the running of slow websites and failing to introduce ‘guest checkouts’.
Based on four key factors: technology, marketing, trading, and service and logistics, the Scorecard analysis conducted by Summit found Argos and Sainsbury’s to be the top performers across the board, closely followed by John Lewis, Screwfix and Tesco.
Dorothy Perkins, Evans, Topshop and Superdrug all hold the bottom position with an overall score of 56 per cent, and as a result of limited contact options and slow response times for customers, Topshop scored just 13 per cent for online customer service.
The report also found that 38 per cent of the top 50 retailers do not have a guest checkout option, costing an estimated £1 billion per year as over a quarter of shoppers abandon their baskets without this option.
Hedley Aylott, co-founder and CEO at Summit said: “The Summit Scorecard provides us with an understanding of what the top 50 UK retailers are really like to shop with online. “While retailers have made huge strides, with most now getting mobile right, many are still struggling to offer delivery options that meet shoppers’ needs.
While this will not be an easy fix, no-one in retail needs further convincing or evidence of the importance of the online experience on overall profitability. These results are confirmation that there is still a lot of room for improvement, highlighting the real opportunity for retailers to fix some of the basics.”
Despite the imperfections, when looking at eCommerce technology and mobile compatibility, Scorecard discovered that 92 per cent of the top 50 retailers have websites built for mobile.
To download the full report, click here